Council Post: Why The Line Between Buy-Side And Sell-Side Ad Tech Is Getting Blurred

Obviously, the world's movement toward transparency and privacy are the main drivers that push the ad tech market for alliances and convergence. Vendors that tap into those are looking to fuel their solution with first-party data, as third-party data is getting scarce. Meanwhile, new integration and service diversification can help them compete in the realms where ad budgets mostly go to the ad tech giants whose data infrastructure is unbeatable.

What does it mean for publishers and advertisers, and what exactly should they prepare for in order to thrive in this new normal?IDFA, cookies and other mechanisms previously used for targeting and attribution are no longer there. While the industry and IAB develop new mechanisms that would be as robust as their predecessors, ad tech players actively partner with publishers directly.

Meanwhile, publishers that want to monetize exclusive placements are more frequently opting for self-built ecosystems in order to establish their own trading rules and reduce costly intermediaries. For example,As ad tech players diversify their solutions with extended martech functionalities and collaborate with other tech vendors, their platforms become universal and data-driven"all-in-one" advertising hubs.

This is only the beginning. It is the first wave of consolidation, with more of them expected to hit ad tech in the future as we transition to the new norms of data usage and advertising attribution. All of those who are planning to achieve success in this environment should adjust their strategies and prepare to leverage those opening opportunities.

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